"If they win, it will be a complete and utter disaster. I'd probably sulk for about six months and I'd probably get on a very fast plane out of the country." Oh Simon Cowell, what a difference a week and a half (and a bucketload of press for John and Edward) makes. Suddenly The X Factor twins' inability to do much more than grumble over a tune and jump around in a misguided attempt at dancing looks decidedly more attractive.

We are not unfond of Jedward on this blog – particularly when they are prancing about to Britney Spears in shiny red suits. But the judges, Louis excepted, have reacted with a mixture of disbelief and exasperation to the twins, admitting that they are fun, but also madly out of their depth. "The fact is it's a singing competition, and they can't sing," Cowell stressed a couple of weeks ago – presumably in case you'd got The X Factor confused with a Saturday night televised popularity contest.

Except they weren't. Instead Lucie, who admittedly might be a bit on the drippy side but can at least belt out a tune, was kicked off the show. What? A nation was left scratching its heads. Although not for very long. It's clear what's happened: Cowell might as well have had cartoon dollar signs etched upon his eyeballs as he surveyed the crowd, taking in support for the twins. All those tickets being sold for next year's The X Factor tour, won't be shifted on the basis of Lucie's note-perfect singing, lovely though it was. And X Factor isn't a singing competition – it's a search for a pop star who can shift a load of records and make a load of money. Against all the odds the twins look as though they might be able to do that.

I wonder, however, if Cowell's endorsement of John and Edward – or rather decision to "let the public decide" who should win – will change all that. Here's why people have supported Jedward: they are totally ridiculous, not the usual earnest X Factor warbler, and made the judges (and particularly Cowell) cross. They were the tension the show needed, allowing viewers to get one over on Cowell.

Cowell, of course, knew that. By saving the twins he was presumably hoping to preserve that dynamic. I doubt he'll succeed: Jedward are still totally ridiculous, but have now seen off a rather good earnest X Factor singer, and count Cowell among their fans. By saving them, Cowell has not only destroyed Jedward's appeal – he has chipped away at the programme's too.